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Threes! Threes! Threes!

In: Winning Minds

Author

Listed:
  • Simon Lancaster

Abstract

When Steve Jobs launched the iPhone in 2008, he had everything to lose. His move into the crowded mobile-phone market was audacious, even by his standards. He spent months working on his product launch and his script went through several edits and redrafts. The irony was that, for all the cutting-edge technology in the iPhone, the text in his product launch was based around a rhetorical device that had existed for thousands of years.

Suggested Citation

  • Simon Lancaster, 2015. "Threes! Threes! Threes!," Palgrave Macmillan Books, in: Winning Minds, chapter 0, pages 173-180, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-46594-8_20
    DOI: 10.1057/9781137465948_20
    as

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